Love Thy Client
A Guest Article by Melinda M. Minton
of Minton Business Solutions
There is "customer service" and then there is "client worship". I belong to the second group. In a cult like fashion I know that client-love is one very quick route to being successful in this industry. There are many ways to worship. The following are some of my favorite methods.
Clients come to a spa to feel different! Are you surprised? They are stressed at work. Their teenagers are doing the hormonal thing. Their carpets need cleaning. Their grout is dirty. Their car still has a crack in the windshield and they need a break! No matter the problem, it is your job as a spa professional to "take them away," as the old Calgon commercial advertised. You must absolutely transfer their thoughts to a more peaceful alpha state. When they go home to their husband who is cheating with his secretary, the spell will wear off--I know. However, while they are in your care they must be lifted to goddess status. The bad boss, expensive daycare and 10 extra pounds that they managed to put on over the holidays must become distant memories.
Ways to lift your clients to new levels without heroin begin with focusing only on them. They enter your spa and the love story begins. Call your client by name. Treat her as if she were in your home. Offer a healthful beverage and take her coat or do whatever it takes to make her at ease and pampered. Ask her about some unresolved issue that you discussed during your last appointment. Ask her if there is any change in plans in today’s appointment. Your client is the only thing that matters at this moment. The world is peacefully revolving around her while she is at your spa.
The romance doesn’t end at the completion of the service. Guide your client to the retail section for appropriate home care. Pre-book her next appointment or several appointments based on her needs. Escort her to the door and hug her. Let her know that she impacted your day in an incredibly positive fashion. My old goodbye line was, "so how much do I owe you?" The client would invariably laugh and we would hug goodbye. If you don’t bond well with people get out of this business! The spa industry is a service industry. Your ability to care for and fall deeply in like with clients is one very important element of the service that you provide.
There is an old saying that you have to spend money to make money. When I enjoy working with a client, I always go out of my way to thank them both verbally, with thoughtful notes and oftentimes with gifts. The theory is that this sort of karmic insurance or business tithing pays back with interest. Many say that your initial investment will be returned to you at least 10 times over within a year of doing the thoughtful act. In my experience the return has been far greater. For instance, when I happened upon clients who were good with referrals or simply great clients, I would send a care basket. My baskets usually included green tea, a relaxing candle, a body spritzer and a small packet of bath salts. If I really knew the client well, another thoughtful gift like a book, magazine, herb plant or small gift certificate to a favorite haunt would also be included. My average care basket would cost around $15-$25 per client. However, the client was so wonderfully surprised to be receiving this personal and unexpected treat that they would go out of their way to sing my spa’s praises. On average the return on investment for one gift basket was over $6500 in one year. (I did the math.)
A simple thank you card is a must for every spa technician. Having professionally printed cards with your businesses logo and contact information is essential. Inserting a referral card or two plus a few business cards is also a must. More importantly, the note inside must be neatly hand written and be oh so personal. Remember something special about the client and make a thoughtful comment about that specific aspect of the person’s life. Make mention of their family or their career or ask them about their garden. Make that client feel like she is your only client.
Don’t forget about your base. In a kamikaze effort to get new clients we sometimes forget about the old clients. The traditional habit of sending out gift certificates seems to be reserved for new clients. I always made it a habit to re-thank-you on a quarterly basis. Thank those clients who have been with you for years by letting them know that you appreciate their referrals. Reminisce over a particular conversation or let them know that the joke they told you last month has made you a hit at parties. Ask them how they like their new make up color scheme. How is the hydration masque working for them? Assure them that you are obsessed with their happiness. Can you do anything at all to make their experience with you in any way more pleasant, convenient or enjoyable? Clients that you have had for years are the pillars of your business; they are your foundation. Don’t take them for granted.
New-look hysteria. Avoid this disorder by calling a client a day or two after they plunge into a new service or treatment. Maybe they have entered into a Rolfing series. Perhaps they decided to go short and sexy with their hair. Maybe they just received their first Jessner peel. If you don’t get on the phone with that client within 48 hours I can assure you that at least 25% of those customers won’t return, will return only to complain or something far worse that the first two options. There are many reasons for this seemingly irrational behavior. Clients crave attention. Many times clients are afraid of what has just happened to them. Their skin is flaking off in sheets and they fear they have been injected with reptilian DNA. Sometimes a serious reaction may be the source of the client’s angst. You just changed their facial routine and they are allergic to the licorice in the skin lightening cream. No matter what the case, get that client on the phone one to two days after a change in their routine. Odds are they will be excited about their new treatment program and equally delighted to hear your voice.
Ask your best clients to create more business for you. They will be flattered and eager to help you expand your client list. I used to say, "You’re smart, you’re fun and I love you…any thoughts on cloning yourself or would referring your friends be easier?" The truly powerful thing about that statement was that I absolutely meant it. There were certain clients that I would have done beauty services on for free because I adored them. We had incredible conversations. They were good people! Ask for a clientele that you love and you’ll be surprised how soon it will show up at your spa.
Have client appreciation soirees. I use to gather my favorite 6 clients for tea or wine and cheese and do a mini focus group panel with them. I did this on a quarterly basis. Annually, typically at Christmas, I would throw a bash. It was an elegant, catered affair. The event was absolutely worthwhile. Old clients who had fallen out of the habit would come. New clients would come with friends who ironically also needed to be beautiful. The event was so popular that it began being written up by the local media. Other similar soirees included new cuts and color applications to models, anti-aging seminars and the latest in seasonal makeup application. The evening events didn’t interfere with regular business and they provided 10-fold return on effort and investment.
My tagline: love thy client. Your clients are your business. Without a clientele you are not in business. No matter how beautiful your spa is you have to provide over the top, better than world-class customer service. You simply must drown your clients in everything wonderful!
Melinda M. Minton
Minton Business Solutions
"Your Spa and Salon Success Source"
7419 Streamside Dr. Ft. Collins, CO 80525
Voice: 970-226-6145
Voice/Fax: (970) 226-6627
E-Mail: melindaminton@cs.com
Web: www.mintonweb.com
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